Master of fix and swearing, Gordon Ramsay, has been a meme culture staple since 2015 when he developed the “idiot sandwich”( the act of putting two slice of bread around someone’s face) in a cartoon on The Late Late Show . em >

Ramsay returned to The Late Late Show em> on Tuesday , where he told emcee James Corden about its own experience being a meme.

“I’ll be at a diary contract […] and they’ll just take out two slices of eat from their satchel and say, ‘Can you call me an brainles sandwich? ‘” Ramsay said.

Ramsay likewise revealed that he is cashing in on the meme by selling fool sandwich ear muffs at his restaurants. Genius.